Anne L. Balazs

International Brand-Name Standardization/Adaptation: Antecedents and Consequences

Abstract Using the structure-conduct-performance paradigm along with Porter’s international factor conditions, the authors propose and empirically test a conceptual framework to explain the antecedents and consequences of a firm’s brand-name standardization/adaptation strategy. Survey research and structural equation modeling results show that firms adapt (vary) their brand names when market structure factors measured by competitive, buyer, and distribution intensity increase. Furthermore, the authors find that the more standardized the brand name worldwide, the higher are the firm’s cost savings and the higher is the product’s sales volume as perceived by marketing executives.

Value congruency: The case of the “socially responsible” firm

Abstract This article examines the congruency between the values held by customer service representatives and their perceptions of their organizations values. A questionnaire was distributed to the representatives of two financial services firms (n = 159), one of which identifies itself as “socially responsible.” Subjects were asked to rank the terminal values of the Rokeach Value Survey by importance to themselves and to their firm. Results indicate value congruency is more widespread in the socially responsible firm.

A Model of Factors Affecting the Growth of Retailing on the Internet

We propose a model that links factors affecting the growth of retailing on the Internet (the Net). Specifically, we examine the roles of the following factors: product-related (risk, efforts, and information intensity); medium-related (interactivity, variety of channels, logical capability, and underlying communication model); consumer-related (preference for home-based shopping, technical orientation, and access to the Net); firm-related (information intensity and expertise in direct marketing), and environment-related (critical mass of consumers and retailers online). We examine how at each stage of the consumption process, Net-based retailing affects value delivery to consumers. Managerial implications of the model are discussed.

A stakeholder-integrated approach to health care management

Abstract The health care system contains many actors, stakeholders and clients. The majority of articles on health care in the business administration literature report empirical results that are relevant to one or two or three of these stakeholders. Here, we make some progress toward identifying these key stakeholders and the complex relationships among them. In addition, we identify some key, emerging issues in health care research, including globalization, the influence of technology (e.g., the Internet), the funding of health care research and the diversity of research methods/approaches. While focusing on these issues, we also identify fruitful areas for future research.

The Institution of Advertising: Predictors of Cross-National Differences in Consumer Confidence.

The institution of advertising depends upon customer confidence. From both a managerial and a public policy perspective, it is important that customers have confidence in advertising as a reliable source of information about the marketplace. Here, we explored the cultural factors which affect customer confidence in advertising. Using a sample of sixteen European nations, we tested Hofstedes theory of cross-national values. In particular, we found that Hofstedes dimensions of uncertainty avoidance, masculinity, and individualism are important predictors of advertising confidence.

Special Issue on Health-Care Research

Health-care research, in all its forms, is an important and tool for health-care organizations to improve their contribution to society and better account for the impact of the services necessary undertaking. As medical science advances and technological breakthroughs are made, quality delivered to the community at large. Health-care organizations must not only look outward and of diagnostic measures and treatments will progress. As the population ages and persistent forms of disease remain (and evaluate the market needs, but must also realize that the effectiveness with which their services are delivered depends new strains develop), there will be more work to do. From a business perspective, the health-care environment presents its upon the health-care professionals who work with the organization. One of the fundamental differences between services own unique problems. These have been addressed for the past 17 years at the annual conference of the Association for and tangible goods is the simultaneous production and consumption of the product. This difference is critical for creating Health Care Research (AHCR). Academics and practitioners have joined to sort out some of the macroand microlevel a positive environment in which health-care professionals work so that internal marketing programs can effectively reinissues of the health-care industry; those related to the legal and economic dynamics, the management of health-care orgaforce service delivery. The Cooper and Cronin article presents the results of a program for developing effective internal marnizations, the interaction of patients and providers, the healthketing with nursing assistants in the long-term care industry. seeking behavior of various segments, and the marketing and Health-care organizations must concentrate on developing delivery of services to all types of populations. Many of the effective strategic and marketing plans. This process necessipapers herein were originally presented in their formative tates attending to the financial aspects of service delivery. The stages at the AHCR conference. They have been refined and health-care system fee structures moved from fee-for-service developed to the standards of the Journal of Business Research to capitation in the continued efforts to control health-care and underwent a double-blind review process. The 11 papers costs. Devine, O’Clock, and Lyons address this issue and are divided into four sections pertaining to management ishighlight the importance of health-care organizations implesues, the complexities of reorganizations, measurement chalmenting management accounting systems. Specifically, their lenges, and service delivery. We thank the reviewers for their article discusses how health-care organizations might apply hard work and diligence in the assembly of this issue. Their such practices as activity-based costing, life cycle costing, and expertise and valuable feedback are most appreciated. value chain analysis in their efforts to control costs and imHealth-care delivery has undergone continual change. The prove evaluation systems. increasing move toward managed care plans and government Service delivery is coming under increasing scrutiny in the involvement has stimulated discussion on an individual’s life health-care industry. This is partially caused by an effort to satisfaction (and its relationship to health status) and the evaluate the effectiveness of delivery and partially to measure contribution that health services make to over all quality of customer satisfaction. Both of these measures are important for life. The Rahtz and Sirgy study provides a Quality of Life/ enhancing the effectiveness of service delivery and controlling Needs Assessment model that evaluates the role health-care health-care costs. Mishra’s article highlights the increasing use services play in an individual’s life satisfaction. They advocate of paper and pencil measures for measuring such abstract the use of this model as a strategic planning and measurement concepts as patient satisfaction, health status, and total quality management. As the article demonstrates, these measures are Address correspondence to Dr. A. L. Balazs, Mississippi University for Women, fraught with measurement error that potentially affects meaDivision of Business & Communication, P.O. Box W-940, Columbus, MS 39701, USA. surement accuracy. Mishra asserts that current studies using

Relationship Marketing: A Synthesis of Three Research Arenas

The relationship marketing literature has offered substantial insights, but also has been confounding. Different research streams use ideosyncratic definitions and terminology, and only tangentially merge as an integrative framework. An organizing framework is presented here to synthesize the three primary literature streams: services marketing, business-tobusiness marketing, and channels of distribution. Among the observations drawn from this endeavor are: there is no commonly accepted definition of relationship marketing, there is an absence of research on tangible consumer products, relationship marketing is reserved for important exchange partners, other marketing efforts can be mistaken as relationship marketing, and a modest amount of research has addressed the impact of relationalism on performance outcomes.

Mall Shopping and the Mature Consumer

Retailers need to be aware of the mature consumer segment and how it affects their business. This qualitative research study examines the different dimensions of leisure satisfaction experienced by older consumers from the shopping center environment. Mall design and retail mix implications are provided for mall management and retailers.

The Viability of Pan-European Marketing

Changes in the European Community present opportunities for marketers. A unification effort (EC92) will ease the exchange process. There are economies of scale and cost efficiencies to be gained. However, the target market must be reanalyzed. European consumers must be segmented by other means than geographic. Mass marketing and niche marketing may both be used to reach the new Euromarket.